I did not start in digital.

For twenty years I ran Shop Mechanics — a behavioral research company that studied how people actually move, decide, and buy inside retail environments. We ran simultaneous research across ten cities, with fifty to seventy field observers working in a single day. Our clients included Samsung, IKEA, and Chanel.

I understood consumer behavior at a level most marketers never reach. And I understood it entirely offline.

Four years ago I relocated to Los Angeles and had to test everything I knew against a completely different set of conditions. New country. New market. No local network. No existing audience. No warm leads.

What I discovered during that transition became the foundation for everything I build now.

The expertise was real. The system to express it digitally — to package it, distribute it, and make it work without my physical presence — did not exist yet. I had to build it from scratch, for myself, before I could build it for anyone else.

That process produced a book, a methodology, and a production infrastructure.